Show, Don't Tell: Online Storytelling through Digital Media

Show, Don’t Tell: Online Storytelling Through Digital MediaMarch 23, 2016

Presenters:Christian Anthony, Online Director - EarthjusticeNatania LeClerc, Sr Digital Engagement Strategist - ThinkShout Lev Tsypin, CEO - ThinkShout

HousekeepingCollab notes: http://po.st/stories-16NTC

#16NTCstories

Submit your session survey: http://po.st/KcJCpf

Traditionally

Traditional Media

What is digital storytelling?

ElectronicNon-physical mediaExpands reach + engagement

Why should we care?

Shiny object syndrome

Selling an idea

Emotional/human element

Data on its own isn’t compelling enough

What makes a good story?

Authenticity EmotionSimplicityDroids

Focus areas

Cause > Organization

Outside > Insider

Audience + Intent

Goals

Capacity

Curate

Message before Medium

source: https://www.rockefellerfoundation.org/blog/digital-storytelling-social-impact/

Find the right approach

Photo Storytelling

Why do it?

Tools: Instagram, Flickr, Pinterest, Tumblr, Imgur…

Photo Storytellingbestfriends.org

Photo StorytellingPlannedParenthood.org

Photo Storytelling traveloregon.com

Photo StorytellingCapital Area Food Bank: Hunger Action Month

Photo StorytellingCapital Area Food Bank: Hunger Action Month

Photo StorytellingThe Salmon Projecthttp://www.salmonproject.org/salmon-live-here

Using the hashtag#BabySalmonLiveHere

Photo Storytelling

Some caveats….

#FilltheBowl

Curated Storytelling

Benefit: control the conversation

Tools: Storify, Twitter, IG, Facebook — anywhere people can submit content.

Data Visualization

Benefit: More interesting than a spreadsheet

Tools: Canva, visual.ly, The Noun Project, Maps (combined with IG)

Data VisualizationSPLC Hate Map

Data Visualization

Rebuilding TogetherInfographic

Video StorytellingBenefit: Ideal format; don’t focus on being viral. Produce good content.

Tools: Youtube, Vimeo, Vine, Periscope, Instagram

Video StorytellingHumane Society of the United Stateshumanesociety.org

Podcasting

Great ideas. So now what?

Hosted Platforms: Pros

• Easy to use.• Quick to get up and running.• Meet your users where they are.• Benefit from platform promotion.

Hosted Platforms: Cons

• Brand dilution.• Limited control over the user experience.• Data silos & ownership.

Microsite: Pros• Faster to build than a more complex site.• Lower cost.• Keep users focused on the message or task at hand.• More flexible user experiences.• Allows the use of services like SquareSpace.

Microsite: Cons

• Need to create a unique experience from your main site.• Challenge of keeping content in sync between sites.• Challenge of maintaining multiple sites.• User confusion in navigating between sites.

Microsite Example: Selma

Content Managent System: Pros• Connect all the pieces together in one place.• Broader context for triggering calls to action.• Building trust by users always knowing where they are.• Editorial workflows.

Content Managent System: Cons

• Slow, expensive process for updating a flagship website.• Story telling tools limited to what’s available.• Risk of distracting users.

CMS Example: Facing History Home page

FH Home Page: Tell a Story

FH Home Page: Data Visualization

FH Home Page: Calls to Action

Christian Anthony, Online Director at Earthjusice earthjustice.org

Photo Essay

Case Study: The California Drought

Case Study: The California Drought

Case Study: The California Drought

Case Study: The California Drought

Case Study: The California Drought•Created Feb 2014. Updated July 2015.•6:57 avg. time on page•75k page views and counting•Consistent, organically-driven traffic

Case Study: Colorado Forests & Coal Mining

Case Study: Colorado Forests & Coal Mining

Case Study: Colorado Forests & Coal Mining

Case Study: Colorado Forests & Coal Mining

•50K public comments submitted•$13.5K donations in post-action•37K pageviews•5:32 avg time on page

Infographics

Infographics

Case Study: The Latino Poll

Case Study: The Latino Poll

Maps

Maps

Case Study: Fraccidents Map

Case Study: Fraccidents Map

•Over 2 million page views and counting•Consistent traffic through SEO and Google Ad Words bringing in valuable supporters•Used in our Welcome Series for new supporters•Two years later we sent out in our newsletter and it still resonates

Timelines

Long Form Features

Explainers

Explainers

Crowdsourced

Case Study: Mountain Top Heroes

Case Study: Mountain Top Heroes

Case Study: Mountain Top Heroes

Case Study: Mountain Top Heroes

How do you know it worked?Depends on your goals

Analytics/Insight Reports

Find metrics that align with your goals

All I need is a smartphone, right?

ChecklistDetermine goalsMeasureMessagingMediumPrepTell your storyPromote it

Final thoughts & QAFill out those surveys! http://po.st/KcJCpf

Collab Notes: http://po.st/stories-16NTC

Contact Info:Christian Anthonycanthony@earthjustice.org

Lev Tsypinlev@thinkshout.com

Natania LeClercnatania.leclerc@thinkshout.com

Thank you!